During a meeting to discuss an upcoming project, a marketing director from a U.S. firm suggested the client would be better served investing more on print materials, including print ads and direct ad mails, versus search engine ads and search engine optimization (SEO).

While print ads and direct mail have their place in the marketing realm, Webcopyplus strongly suggested the client stay the course and focus mainly on SEO.

The client, who is introducing a new type of data storage component for computers, is targeting a broad market — virtually anyone who uses a computer.

Even if you gain access to a direct mail list of individuals who recently purchased computer products, there’s no accurate way of forecasting current or future purchases.

Meanwhile, SEO allows you to target your audience when consumers are at their peak point of interest.

That’s when they are most likely to make a purchase, which translates to high conversion rates, and your best return on investment.